eretail europe 2015 - patricia benito de mateo - grupo cortefiel
TRANSCRIPT
Getting Global…successfully!!
Patricia Benito de MateoConsultant and Former e-Commerce Director Grupo Cortefiel
Amsterdam, 7th October 2015
Agenda
1. Getting Global
2. How to succeed Globally?
3. Summary
Getting Global
Global ecommerce overview
Source: Ecommerce Foundation
25% of Europeans are fashion e-shoppers, 65% of which are between 16-44 years old
Source: Deloitte analysis and cadenasuministro.es
359bill €
Size of the European e-commerce (Spain €16,9bn)
Getting Global
Consumers that bought internationally in 2014
Average increase per year of international buyers
B2C online exports in the UK and Germany
There is a great opportunity for growing cross-border. Only 5% of the international European sales online makes a bet for Spain
Getting Global
Where international
European customers
buy
Which are the main markets for the Spanish exports?
Source: Deloitte Analysis
Getting Global
The on-line business is very seductive: you can go globally quicker and cheaper.
The trap is that you can easilly fail
To be successful and avoid any risk you need to have a clear strategy and be very
disciplined setting priorities
3 Key Questions to respond (right…):
13
2
How to succeed Globally?
Fix prioritiesIdentify StrategiesBuild a Plan
Country interest (Population vs internet penetration)
China 1.350 millions and India 1.230 milions
High interest
High potential
Niche
Discard
50
+ Penetration (0<100)
+ Population (millions)
Where to Go?1
Source: Own analysis
Where to Go?
Be focused, expand right
1
32 Existing market /Country “interest”
Country “interest”: Population vs Internet penetrat.
Not an existing market buy high epotential
+ Operation/Market complexity/Competitors
Countries selection, timing & Plan
1
First premise when going international:
“Everything is global, but….everybody is local”
How to Go?2
Key to define, what is Global, what is Local and what is a combination of both
How to Go?
AREA 100% GLOBAL
MIX 100% LOCAL
BRANDLOOK & FEEL
PRODUCTPROMOTIONSWEB ARCHI
SEMMODELS
LANGUAGECSTMR SRVC
SOCIAL MEDIA
PYMNT MTHDLAWS & RGLTNS
2
How to Go?
1
3
2
Own web could be first option if enough Brand awareness and resources in the local market, but a combination of channels can also be considered as an excellent alternative formula
2
• Benchmark of services of key players: which are the market rules/ can we be better? Shopping habits
• Use of local language in all the contents: website, newsletters, display: Customer Relevancy
• Currency converter
• Payment mix adapted to each country and to mobile (UK, Sweden)
• Global and flexible delivery (need for cheaper delivery fees and increase of service quality)
• Specific laws and regulations
• Local customer service in targeted countries
• Fraud policies in order to avoid high fraud rates in cross-border payments
• Omnichannel approach in existing markets
• Need to have the proper technology to execute this strategy
How to Provide Service?
Websites in new international markets have to gain the trust of the potential costumer through:
3
How to Provide Service?
In Europe, despite most of the payments are through credit card/Paypal, mobile payment is experiencing a fast growth (in 2017 estimated 25% of payments)Europe
Despite the predominance of
credit card, method payments are very
different country by country
3
Summary
1. The Opportunity is global, big and in constant growth
2. Selection of markets is key, and can be done through a rational process
3. Need to clearly define what needs to be fully global, and what needs to be adapted/done locally
4. Opportunity to develop/reinforce the expansion with third parties (multibrand webs and Franchise)
5. Need to be “market right” as per the services, support and payments
Summary
STRATEGY IS KEY…THE OPPORTUNITY IS
IN YOUR HANDS
Summary
THANKS !!!!